Bumble x Priyanka Chopra Jonas
“Equal Not Loose”
(2018)
Director
Smriti Mundhra
Starring
Priyanka Chopra Jonas
Agency
BBDO
Music
Lizzo
Concept
In India, the term “loose” has long been used to denigrate women who choose not to conform to traditional gender norms, and who make the first move in love, life, and business. With Bumble’s entry into the Indian market, the company aimed to counter the old-fashioned judgment that too often accompanies women’s pursuit of independence and achieving their professional and relationship goals.
The company’s first TV commercial in India stars actor Priyanka Chopra Jonas who is also a Bumble partner and investor. The ad, the centerpiece of their #EqualNotLoose campaign, champions gender equality and showcases the everyday moments in a modern Indian woman’s life as she makes empowered choices: to be ambitious at work, curious in love, and to live confidently and freely, on her own terms.
The commercial aired across India on TV, OTT platforms, and digitally, and is on hundreds of outdoor placements across the top eight metros in the country.
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